New Audi A6L Marketing Strategy Research, FAW-Volkswagen Automobile Company, Ltd.

In the enterprise business, Marketing is the start point of all the production and business activities and the end point as well. It is the most important composition of business management. As the international automobile company increases the investment to the Chinese market and the auto production power in China has been improved, the market type in China has completely transferred from seller's market to buyer's market. In the current status and the future, sales will be much more difficult then the production in the auto industry. Automobile, as a durable considerable, the marketing measures are quite different with others. The author of this essay is utilizing the knowledge of strategy management, marketing, and combining with the practice in the daily work, analyze thoroughly the marketing strategy and find the reason to achieve the success in the marketing activities.FAW-Volkswagen Automobile Company is the biggest join venture in auto industry, whose annual sales volume is about 0.4 motorcars. In 2005, after one-year preparation, new Audi A6L which is the year of the model in Europe was introduced into Chinese market. New Audi A6L is the flagship model in C segment of premium car market, which represent the brand-new lifestyle, bring premium experience and more choices to the customer, showcasing the core value' Vorsprung Durch Technic' of Audi brand. In the year of 2006, the successful launch and series of marketing activites of new Audi A6L is gradually become the benchmark of innovative marketing in the premium car market. Through it, Audi presents the leading technology achievement to the media and customer. The essay summarized the status,feature and challenge of auto marketing development in China, analyze the strategy of market introduction of new A6L and competition status using SWOT analysis tool. Based on this, the author makes an analysis on the premium car market, do some research on the customer preference, points out the target group,makes the clear positioning of new Audi A6L and develop product strategy, price strategy, sales channel and marketing plan.